Minute Maid and Simply Brands Will Appear on Fresh Produce

April 25, 2023
Coca-Cola Co. signs a licensing deal with Frutura’s Dayka & Hackett brand.

Coca-Cola Co. reportedly has signed a licensing deal to allow its Minute Maid and Simply brands to be used on fresh produce distributed by Frutura’s Dayka & Hackett brand. This would mark the first use of a Coca-Cola license in the fresh produce category.

Various media reported the Simply Select brand will be used on Dayka & Hackett fresh citrus, while Minute Maid will be on the label of grapes, both of those uses in the U.S. Minute Maid also will be used on D&H fresh citrus and grapes in Japan, according to one report.

Dayka & Hackett is a grower-owned and -operated company located in central California. It retails products under a handful of its own brands. Frutura also is headquartered in Reedley, Calif., although it apparently owns several produce firms in South America.

Simply-branded products are scheduled to hit retailers across the U.S. beginning in July, with the Minute Maid grapes coming shortly thereafter.

About the Author

Dave Fusaro | Editor in Chief

Dave Fusaro has served as editor in chief of Food Processing magazine since 2003. Dave has 30 years experience in food & beverage industry journalism and has won several national ASBPE writing awards for his Food Processing stories. Dave has been interviewed on CNN, quoted in national newspapers and he authored a 200-page market research report on the milk industry. Formerly an award-winning newspaper reporter who specialized in business writing, he holds a BA in journalism from Marquette University. Prior to joining Food Processing, Dave was Editor-In-Chief of Dairy Foods and was Managing Editor of Prepared Foods.

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